Wildcat Harley-Davidson

Building on powerful insights learned from dealer Scott Maddux's years of experience, Shook Kelley designed a new dealership that embodies the dealership's local ethos while re-imagining the future of a Harley-Davidson retail experience.

When Shook Kelley began working with Scott Maddux, he was already one of the most successful dealers in the Harley-Davidson dealership network. So, Shook Kelley began the Discovery research process for Scott’s newly planned Harley-Davidson in London, Kentucky by spending the time to learn and thoroughly understand his entire business model, from how he connects with customers in the showroom and builds long-term relationships, to how he services bikes and creates unique events at an attached music venue. Building on these powerful insights learned from years of experience, Shook Kelley designed a store that sought to embody the Scott Maddux ethos and re-imagine the future of a Harley-Davidson retail experience.

Shook Kelley designed a new kind of retail environment, identity and community gathering space for the Harley brand

Based on developing a deep insight into Harley—acquired through site visits, interviews and simply hanging out at dealerships with employees, riders and potential riders—Shook Kelley strategically designed a new dealership for Scott Maddux that responded to the needs, desires and aspirations of the Harley tribe. While most Harley-Davidson dealerships typically consist of large, open spaces with rolling fixtures, Shook Kelley designed a new kind of retail environment, identity and community gathering space for the brand. The key retail strategy was to emphasize distinct mindset zones that divide the overall space and define a set of unique retail experiences. That’s because Harley riders don’t shop for t-shirts the same way they look at motorcycles, and they don’t talk with the service team about customizations in the same way they talk with fellow riders about their favorite local rides.

Based on Shook Kelley’s strategy, Wildcat Harley-Davidson was oriented around a set of distinct mindset zones, some based on retail categories and others based on brand experiences. The General Merchandise department was reorganized with new fixtures and merchandising contexts, using environmental graphics that set the scene for Harley fashion. A Design Center was created to turn the customization of motorcycles into a personalized project for new riders, with graphics that communicated all the elements of this crucial project. Sales offices, usually perceived as the “back room” in most dealerships, were partially enclosed, balancing the need for privacy with the visibility and pride of easy customer interaction. The Parts & Accessories department features a Parts Bar where riders can getting information on accessories and have a chat with the “Parts-tender.” The dealership also highlights a set of community destinations and ways to ritualize the Harley tribe, including a regional map wall where riders can talk about the best local rides, a lounge with fireplace to take a break and a drive-out bike “delivery bay” with photo opportunity wall, which lets new riders commemorate the event of buying a new bike and joining the Harley tribe.

The dealership exceeded sales and customer satisfaction expectations and is already considered a model among Harley dealerships. Scott Maddux has said that, “I am very pleased with the new store…This retail environment is head and shoulders above anyone else we compete with in this area.” But beyond sales, the new dealership is “in line with not just Harley-Davidson, but my unique culture here, too.” As for Shook Kelley, “they place a lot of emphasis on creating a retail environment that not only enhances the consumer experience but also enhances the consumer’s relationship with the brand..that’s different than the other design firms I’ve worked with in the past.”

And in addition to a successful design that resulted in better sales, Maddux was pleased with the project’s budget. A cost effective pre-engineered structure with choice exterior features and limited site work helped save money, allowing limited resources to focus on the interior experience and bike sales area. The project was delivered for under $100 per square foot—well below the national average.

Everyone knows that the Harley-Davidson brand is all about community. But most Harley dealers focus on sales above all else. Wildcat Harley-Davidson is not only a sales generator, but a community destination, too. Many of the innovations delivered by Shook Kelley found ways to convene riders inside the dealership experience. While the Harley brand and its products are the star of the show, every experience also engages with the Harley community and found unique ways for riders to strike up conversations, make new friends and identify themselves as part of the brand’s tribe. While this great brand has taken on a life of its own, the Wildcat dealership pays homage to this great community.

When Shook Kelley began working with Scott Maddux, he was already one of the most successful dealers in the Harley-Davidson dealership network. So, Shook Kelley began the Discovery research process for Scott’s newly planned Harley-Davidson in London, Kentucky by spending the time to learn and thoroughly understand his entire business model, from how he connects with customers in the showroom and builds long-term relationships, to how he services bikes and creates unique events at an attached music venue. Building on these powerful insights learned from years of experience, Shook Kelley designed a store that sought to embody the Scott Maddux ethos and re-imagine the future of a Harley-Davidson retail experience.

Shook Kelley designed a new kind of retail environment, identity and community gathering space for the Harley brand

Based on developing a deep insight into Harley—acquired through site visits, interviews and simply hanging out at dealerships with employees, riders and potential riders—Shook Kelley strategically designed a new dealership for Scott Maddux that responded to the needs, desires and aspirations of the Harley tribe. While most Harley-Davidson dealerships typically consist of large, open spaces with rolling fixtures, Shook Kelley designed a new kind of retail environment, identity and community gathering space for the brand. The key retail strategy was to emphasize distinct mindset zones that divide the overall space and define a set of unique retail experiences. That’s because Harley riders don’t shop for t-shirts the same way they look at motorcycles, and they don’t talk with the service team about customizations in the same way they talk with fellow riders about their favorite local rides.

Based on Shook Kelley’s strategy, Wildcat Harley-Davidson was oriented around a set of distinct mindset zones, some based on retail categories and others based on brand experiences. The General Merchandise department was reorganized with new fixtures and merchandising contexts, using environmental graphics that set the scene for Harley fashion. A Design Center was created to turn the customization of motorcycles into a personalized project for new riders, with graphics that communicated all the elements of this crucial project. Sales offices, usually perceived as the “back room” in most dealerships, were partially enclosed, balancing the need for privacy with the visibility and pride of easy customer interaction. The Parts & Accessories department features a Parts Bar where riders can getting information on accessories and have a chat with the “Parts-tender.” The dealership also highlights a set of community destinations and ways to ritualize the Harley tribe, including a regional map wall where riders can talk about the best local rides, a lounge with fireplace to take a break and a drive-out bike “delivery bay” with photo opportunity wall, which lets new riders commemorate the event of buying a new bike and joining the Harley tribe.

The dealership exceeded sales and customer satisfaction expectations and is already considered a model among Harley dealerships. Scott Maddux has said that, “I am very pleased with the new store…This retail environment is head and shoulders above anyone else we compete with in this area.” But beyond sales, the new dealership is “in line with not just Harley-Davidson, but my unique culture here, too.” As for Shook Kelley, “they place a lot of emphasis on creating a retail environment that not only enhances the consumer experience but also enhances the consumer’s relationship with the brand..that’s different than the other design firms I’ve worked with in the past.”

And in addition to a successful design that resulted in better sales, Maddux was pleased with the project’s budget. A cost effective pre-engineered structure with choice exterior features and limited site work helped save money, allowing limited resources to focus on the interior experience and bike sales area. The project was delivered for under $100 per square foot—well below the national average.

Everyone knows that the Harley-Davidson brand is all about community. But most Harley dealers focus on sales above all else. Wildcat Harley-Davidson is not only a sales generator, but a community destination, too. Many of the innovations delivered by Shook Kelley found ways to convene riders inside the dealership experience. While the Harley brand and its products are the star of the show, every experience also engages with the Harley community and found unique ways for riders to strike up conversations, make new friends and identify themselves as part of the brand’s tribe. While this great brand has taken on a life of its own, the Wildcat dealership pays homage to this great community.